Campaign Example - Personal Trade Fair Experience
Our campaign example are providing real-life practices based on our experience. They include both B2C and B2B scenarios, are relevant across various industries and regions, and will give you the chance to learn various strategies and tactics.
We are going structure the campaign brief by using our template as introduced in the article Business Scenarios - Learn How to Articulate Tangible Campaigns.
Table of Contents
Motivation and Background
The example at hand is a result of several customer engagements of the CX Services team in the B2B industry, where physical events are an important marketing instrument for the generation of leads. The main desire was to improve the attendees lead quality to drive conversions.
We have been specifically tasked to use digital tactics to improve the physical experience for the event attendees. In the briefing, you will find more details around the campaigns, their objectives and how they contributed to our clients marketing goals.
Keeping the above in mind, we want to do a role play. Hence we will now jump into the role of Jane Smith. Jane is responsible for physical event marketing and created the following campaign briefing to describe the planned tactic for a specific Trade Fair in 2020.
Campaign Brief Characteristics
|Title||Personal Trade Fair Experience||-|
|Variant||Personal Trade Fair Experience Barcelona 2020||My favorite event of the year in my favorite city.|
|Buyer journey & funnel stage||
The event will help us understand our products. We will use this opportunity to show how we can solve our customers problems. The personal interaction allows our sales representatives to individually treat our customers and to offer custom recommendations along with the next steps. Furthermore, the physical presence and booth equipment provides the option to demonstrate our products in real life.
A direct conversion is not planned, but in theory is possible. Anyways, it will not be directly supported by our marketing activities during the event.
|Value-added for the customer||
First segment: Option to arrange a meeting without waiting time at the event and a personal treatment by the assigned Account Executive
Second segment: Faster registration for available time slots during the event through QR codes
|The additional value for our top accounts will drive our customers towards the event.|
|Contribution to marketing objectives||
Our business model is heavily focused on long term relationships, especially the top accounts are driving a significant portion of the business.
Physical events are a key consideration and conversation channel for us. Therefore, we heavily invest into the events and also expect a positive return of investment. Due to the nature of our product lines, we know that conversions typically happen with a delay of a couple of weeks. This is why success is not measured on the last day of the event, but rather in the long run.
The KPIs (Key Performance Indicators) are going to help us to track our contribution to our corporate objectives. They directly relate to the two objectives that we have assigned to this campaign.
We do track further channel specific KPIs, but those are not really specific to this campaign, for example, E-mail Open Rate.
|Engagement type||Push||We want to reach out to our clients pro-actively and not wait for them to register. Therefore, we need to push the communication to them.|
|Duration and frequency||
3.5 months duration starting before the event
|The campaign will start exactly three months before the event starts and the last e-mail will be sent a few days after the event.|
ONE- Qualified Top Account
TWO - General Accounts
THREE - Net New Prospects
|The split into three typologies does allow us to personalize our contact, channel and content strategy to the needs of each customer group. This will help to increase the initial Call-To-Action (CTA) click rates and allows us to assign resource intense channels, for example, Call-Center, Account Executive follow-up.|
|Inclusive customer attributes||
ONE: Known contacts who are assigned to a key account and/or have order volume which is higher than x€ in the last six months.
TWO: Known contacts who are not part of the "qualified top account" segment, but have at least one interaction with the company during the last 12 months.
THREE: New contacts who register themselves during the event
|Exclusive customer attributes||
Opted-out from communication equals 'yes'
|Like always, we respect our customers wish to receive marketing communication from us.|
|Communication outbound channels||
ONE AND TWO: Microsite, E-mail, Call Center, Sales
THREE: E-mail, Call Center
|The customer typology-based channel allows a better scale and better cost efficiency for the campaign.|
We are going to re-use as much of existing content as possible, especially for the reminder and thank you e-mails, we will use text-only personalization and use our default event e-mail. This gives us more budget to focus on the invitation e-mail and web-special microsite. The invitation and microsite needs to be rocking to boost Call-To-Action clicks, which lead to registrations for the event and sign-ups of our top-accounts to for dedicated sessions with their Account Executives.
The QR code will help to ease the process and speed things up for our sales team at the event and for our customers. It is an inexpensive way to improve event attendee experience while saving a lot of time for our sales team at the event. In addition, it will help to improve data quality.
Microsite / Form: 2
|Stages||Three stages||The stages will allow us to be respectful with the audiences' time to consume our communication while keeping the attention level high. We want to introduce time to respond as well as stay on top of their thoughts.|
No positive response in stage one and two
Like always, we want to be respectful of our audiences' wish to be contacted by us.
Furthermore, it is important to work with fatigue-proof tactics. Therefore we will back-off, if we have no positive response from the audience member.
|Comments||Please make sure to check the flow chart. For any questions, feel free to call me
In this article, you have been introduced to the campaign 'Personal Trade Fair Experience'. The example highlighted how you can drive consideration and conversion at physical events.
Looking at examples is great, but how about getting started with the generation of own ideas for campaigns? We have developed a Campaign Ideation with Design Thinking workshop to support your campaign ideation and definition process. Follow the link to learn more:
You might also want to take one step back and learn more about the campaign briefings and get our template::
Need more inspiration? Check out further examples from our inventory: